On any given day someone will have a problem that you can fix, but may not be in the right frame of mind to engage with you.
When it comes to potential clients, first and foremost, regularly remind them you exist so they think of you when they are ready with a contact program. Regular, relevant communication is key to converting prospects and growing your existing client base.
What do I mean by a contact program? It’s an action plan to move a prospect through the sales cycle or build customer lifetime value - extending tenure or increasing spend. Any number of activities can be classified as a contact – an email, invitation to an event, or just a coffee, if you need inspiration I’ve included some ideas below.
Whatever the method, quality is the key and I’m talking here about quality communications and quality contacts. It’s pointless to have a huge database of contacts either not willing or able to buy from you. Nor is it worthwhile keeping in contact with prospects or clients who are not a good ‘fit’ for your firm.
Here are some tips for building a quality contact program:
- Have a clear understanding of your target market and what defines the ‘right’ client for you - essential so you don’t waste time.